Course Code: MKTG 207
Academic Year: 2021-2022
This course introduces students to the creation, design and strategic importance of databases in marketing today. Customer relationship management concepts such as customer segmentation, lifetime value and loyalty will be examined. Students will use Microsoft Access to develop the functional skills needed to apply a set of database tools in a business context. On completion, students should be able to design and implement relational database structures by creating simple database tables, queries, forms and reports. Students will examine key concepts within direct marketing and use them to build a campaign in support of corporate strategic goals.